Retro trends: Keeping it real

The whole retro thing seems to be massive these days.

Fashion has gone distressingly 1970s – a look that’s no better recycled, in my opinion, than it was first time around – with its muddy brown suede, seriously unflattering flares and hippy/cowboy fringing currently all the rage.

Then there are the nostalgia-driven toys appearing all over the place – everything from 1980s cuddly Care Bears to action-packed Thunderbirds play sets and whistling Clangers to entice those of us brought up in the 1960s and 1970s – let alone our kids.

Even the film studios are in on the act. Items on the current remake list range from 1980s comedy classics Police Academy and Ghostbusters to horror movies such as Nightmare on Elm Street and An American Werewolf in London. And then there’s Dad’s Army, an adaptation of the British comedy series of the same name that was massive here in the 1960s and 1970s, and which will be having its time in the sun again next year.

They’re all at it – to the extent you can now step back in time at retro-gaming events to revisit the arcade game favourites of your youth, whether that be pinball or video giants such as Space Invaders. There’s even a Vintage Nostalgia show in Stockton, Wiltshire, where you’ll find everything from vintage cars and antique fashion to old-fashioned sweet-shop sweeties and traditional entertainment, all played out against a backdrop of classic tracks steeped in comforting nostalgia.

Old-fashioned sweeties
Old-fashioned sweeties

Because that, according to the marketers, is what it’s all about. A recent study led by Jannine LaSaleta, a nostalgia specialist who teaches marketing at Grenoble Ecole de Management in France revealed a strange irony – that the feelings of social connectedness generated by nostalgia make most people – no matter what their age – attach less value to money, which in turn encourages them to spend more freely.

In other words, nostalgia sells – particularly in a social media age characterised by false intimacy where we broadcast our communications to the masses rather than chat with a mate, and calculate our popularity based on the number of Facebook ‘friends’ we’ve collected.

But nowhere is the “nostalgia sells” adage more true than in the case of the music world’s so-called “vinyl revival”. In fact, revenues from old-style albums have jumped a huge 69% year-on-year for the first quarter of 2015, while singles rose 23%.

Between them, they made up about 1.5% of total record sales in the UK last year – the equivalent of 1.3 million discs – compared to only 0.1% in 2007, with rock acts, in popular music terms, leading the charge.

And appropriately the top sellers included vintage rock acts such as Led Zeppelin, Pink Floyd and that old crooner, Bob Dylan – although Noel Gallagher’s High Flying Birds was the most popular choice overall.

Vinyl interest

In fact, in what would appear to mark a significant milestone for the industry, high street supermarket chain Tesco even started stocking the new vinyl album from ageing heavy metal boys Iron Maiden earlier in the year to see how it went, with a view to carrying more if it proved a hit. So to speak.

The UK’s Official Charts Company, meanwhile, has also found a way to mark this new-found interest by adding a vinyl Top 40 to its line-up this year, complete with separate countdowns for singles and albums – an endorsement unthinkable even a few short years ago.

The move was, in fact, made to coincide with April’s Record Store Day, an event that originated in the US in 2007 but migrated to the UK a year later. Held on the third Saturday in April to celebrate the existence of independent record stores, it is currently run by the Entertainment Retailers Association.

The idea is that each of the country’s 220 participating shops, often run by the die-hard vinyl enthusiasts who have been at the forefront of fuelling the revival, throws a party and may even be graced with the presence of artists making special appearances or undertaking performances. They are also sent a number of records specially pressed for the occasion.

Independent record shop
Independent record shop

But Record Store Day is not without its critics. Some accuse the major labels of hijacking it, while others complain it is aimed more at record collectors than your average punter – a claim backed up by the fact that an awful lot of the limited releases seem to end up being sold online at jacked-up prices.

Anyway, no matter what the truth of it, it seems that, unlike their vinyl cousins, more modern formats, counter-intuitively, are somewhat in decline. For instance, sales of CDs dropped 6.5% last year, while digital downloads fell by nearly 9%.

So just who is responsible for this surge in vinyl interest? Most pundits agree that it’s a mix. There are the youngsters and hipsters creating record collections from scratch. They buy everything from new releases to classic albums by iconic performers in order to understand the influences on current music.

Then there are the older ones who are genuinely amazed and delighted to see vinyl returning and so dig out their old record players from the loft and continue where they left off 20 years ago.

But there are also others who, like me, bought into the whole experience first time round and are now dining out on the nostalgia of it all. On the pleasure of going into an (ideally) dusty record shop, admiring the artwork on the cover, reading the lyrics on the inside and feeling the physical satisfaction of holding something real. Because no matter how you try, you can’t download that.

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